The story, success and growth of the super-regional shopping centre that is Sandton City hinges on the property’s location in Sandton, Johannesburg.
When it opened on 12 September 1973, Sandton City had only 120 stores and 10 years later, it had 250 stores. At the time of its opening, parking of course was free for 2 500 cars and fast forwarding to 2012, parking is no longer free and retail sophistication continues to wow shoppers.
It was in 1973 when this mega centre and one of the largest shopping centres in the Southern Hemisphere first opened its doors for trading from rural beginnings.
Read about the property’s history here.
When it opened on 12 September 1973, Sandton City had only 120 stores and 10 years later, it had 250 stores.
At the time of its opening, parking of course was free for 2 500 cars and fast forwarding to 2012, parking is no longer free and retail sophistication continues to wow shoppers.
Click here to read the story of Sandton City opening.
Mel Urdang, Liberty Properties retail director says the key factors that contribute to the success of Sandton City is its prime location, extensive offering, appeal to a broad shopper market as well as key development strategies in place for future growth and development.
The centre was first built in 1973 and in November 2011, it opened Phase One for trading of the redevelopment expansion costing R1.77 billion.
Read about the story here.
From 50 000 square metres back in 1973, Sandton City now measures 115 000 square metres (215 000 square metres of retail, office space and the Sandton Sun Hotel).
This ultimately means that you will be able to fit the original centre into the new look Sandton City over four times, explains Urdang.
In 2001, Sandton City underwent its second expansion taking the Gross Lettable Area (GLA) from 94 000 square metres to 128 000 square metres GLA with office space measuring 45 000 square metres.
The number of stores also increased from 250 in 1983 to 295 and 10 000 parking bays from 8 000.
Mel Urdang, Liberty Properties retail director says the key factors that contribute to the success of Sandton City is its prime location, extensive offering, appeal to a broad shopper market as well as key development strategies in place for future growth and development.
That same year, a new food court was completed at a cost of R35 million. The structure is a massive 26 metre volume, six metre sheer water wall with giant video wall creating a sense of intrigue within that particular space.
The following year, level two retail development was completed and this included additional refurbishment of the cinema complex.
In 2008, when the global economic recession hit, Sandton City commenced Phase 1 of the Refurbishment project costing R1.77 billion.
Its owners Liberty properties, a division of Johannesburg Stock Exchange (JSE) listed company, Liberty Group (75 percent) and Pareto Limited (25 percent) clearly had a good plan worked out to ride the recession and meet target to open the first phase in 2011.
This Phase, was successfully opened on 10 November 2011 with 30 778 square metres of newly built retail space taking the total retail GLA of Sandton City to 143 995 square metres currently.
Urdang describes Sandton City as the original, the benchmark, icon and together with Nelson Mandela Square the precinct comprises the largest retail complex in Africa.
With the new times and expansions, Sandton has since become a chic node of African urban luxury and sophistication offering an unrivalled shopping experience, says Julie Hilary, general manager of Sandton Region at Liberty properties.
Urdang says shoppers can expect to be treated to a combined 400 leading retailers in Sandton City and Nelson Mandela Square.
Sandton City is a one-stop-shop and has a wide variety of offerings from exclusive international brands such as Louis Vuitton, Cartier, Fendi, Mont Blanc, Gucci and Mango to local chain stores such as Woolworths, Stuttafords, Edgars as well as affordable outlets including Mr Price and Ackermans.
He says Sandton as a premier property location is home to most of the major financial, consulting and banking firms in South Africa with a substantial 7 to 10 percent of South African JSE listed companies having postal addresses in Sandton.
In 2008, when the global economic recession hit, Sandton City commenced Phase 1 of the Refurbishment project costing R1.77 billion. Its owners Liberty properties a division of Johannesburg Stock Exchange (JSE) listed company, Liberty Group (75 percent) and Pareto Limited (25 percent) clearly had a good plan worked out to ride the recession and meet target to open the first phase in 2011.
“Sandton City boasts a world-class tenant mix, attracts shoppers from the lower and upper economic income groups on the life plane,” he says.
He says on average, 2.1 million people visit Sandton City with the captive market being people who live and work in the Sandton CBD, Office Tower staff and workers.
Traffic also comes from visitors to the Sandton Convention Centre, international guests from the hotels in the Sandton node and of course, Sandton City’s loyal shoppers.
Typical shoppers at Sandton City are all across the board with 16 percent of shoppers aged between 16 and 24 years, 67 percent (25-45 years), 17 percent (46+ years) and 50 percent of shoppers are male and another 50 percent female shoppers.
Of the shoppers at Sandton City, 39 percent are Black, 35 percent are White, 26 percent Indian, Coloured and Asian.
Urdang says the best performing category is the fashion offering with 44 percent of shoppers frequenting Sandton City for the latest fashion trends and offerings.
Asked about the lessons they have learnt about the retail industry, he says the most important dynamic of the retail industry is change.
“The industry is always evolving and shifting to suit the needs of the consumers.”
For this reason, Sandton City has evolved drastically since its inception and the current refurbishment is testament to the evolution required to stay ahead in a competitive marketplace, he says.
He explains that customers are also more assertive in their purchasing decisions and in their retail environments.
“The demand to deliver quality and exceptional customer service is more imperative than ever.”
In a centre, each store needs to reflect the brand in terms of its merchandise, service levels and attitude.
This creates a strong brand which reflects an aspirational element, which draws shoppers back time and time again, he says.
Taking a leaf from the 2011 South African Council of Shopping Centre Congress – “Shift, Adapt, Adjust, Advance”, Urdang says the construction of the first phase of the redevelopment and expansion of Sandton City marked the beginning of a landmark R1.77 billion refurbishment project by Liberty Properties.
Sandton City is an aspirational brand that reflects success and opulence and offers shoppers a gold standard in a shopping experience.
The first phase of the project includes a refurbishment of the existing centre, introducing more natural light and internal landscaping with green touches, improved customer flows and access, brighter parking areas, enhanced integration with the Sandton Convention Centre, Nelson Mandela Square and the broader Sandton area.
He says on completion, the expansion and refurbishment of Sandton City Shopping Centre will not only offer a variety of exciting local and international brands but a refreshed, bright and contemporary space, with the overall aesthetic of the malls subtly reflecting the diverse geographical regions of South Africa.
Sandton City is an aspirational brand that reflects success and opulence and offers shoppers a gold standard in a shopping experience.
Urdang puts it this way: “The feel of shopping at Sandton City is a special experience and outing that people indulge in” – what is it that people cannot get enough of your centre? – Denise Mhlanga
Read the next article as we take a closer look at the R1.77 billion refurbishment project and Phase One opening.